It is time to consider SEO trends that promise to affect the work of SEO specialists in 2020. In this post, I will tell you what strategies and tactics will really work, help you dominate search results and earn high income in 2020.
This article is a translation of a publication from the authoritative Western publication for Internet marketers Search Engine Journal. SEJ editors analyzed the forecasts of 58 world-renowned SEO professionals and based on them the top 2 SEO trends that search engine optimizers need to know in order to succeed in 2020.
Here are the Top 2 SEO Trends which may affect the work of SEO Specialists
SEO Trends #1: BERT Algorithm and Optimization
The launch of Google’s new BERT algorithm in 2019 attracted a lot of attention from online marketers. Today, every SEO specialist wants to learn how to optimize sites for BERT.
But instead of optimizing for this particular algorithm, it is much more reasonable to focus on user-oriented optimization and technical presentation of content.
By introducing BERT into the ranking algorithm, Google has taken a huge step towards finding truly relevant content, not just pages that casually affect keywords.
Therefore, your content should be written with due attention to the intentions of users. In 2020, SEO specialists will have to abandon the fanatical keyword analysis and turn their eyes to the needs of customers in order to understand what their audience really wants. Keyword research, at least in the form that we have now, will lose its former effectiveness.
Nothing portends a halt in the development of NLP and deep learning research. It can be expected that search engines will focus more on user intent than on keywords. Both practitioners and SEO tool providers will need to reorient their efforts towards targeted marketing research and user satisfaction.
Google is constantly updating to optimize search results for live people and moves away from matching page content with keywords.
In recent years, many SEO professionals have wanted to focus on users ‘intentions and better understand what their customers’ online travels are like. This is the time to do this since today this nuance has become an incredibly important, integral part of survival and growth for most enterprises that promote their services online.
By focusing on customer intentions, you will clearly understand where your brand is located on their purchasing path, and you can provide the best answers to their questions.
In addition, you will have to expand your marketing efforts far beyond trading, create content that meets the needs of customers after the purchase, aimed at supporting, protecting their interests, creating a community around your brand and maintaining relevance for future purchases.
Too many enterprises forget or do not understand what is needed to attract and retain the target audience. They want instant results – fast and voluminous sales. As in ordinary establishments, customers of online stores want to know that you are on their side, that they can trust you and that you are a reliable partner with whom you can build long-term relationships.
A lot of marketers sell products and services without talking face to face with the target audience, and this is a fatal mistake. In 2020, they will have to start a dialogue, take an interest in customers ’buying experience, find out how they use search engines, what they think about your site and make all subsequent decisions based on the information collected.
Also Read: 13 Professional SEO Companies in USA
User-oriented optimization can only be achieved by integrating SEO into a holistic marketing strategy, which will become an important trend of the year 2020.
Now, like never before, companies will have to stop considering SEO as the seasoning they add to their digital marketing strategy. Instead, they will consider search engine optimization as a key component of their business plan. Optimizers will need to expand their skills and knowledge in order to master all aspects and tools of digital marketing. They will be engaged not so much in solving SEO problems as in solving marketing and business problems in general.
SEO Trends #2: High-Quality, Optimized Content
Content affects everything in SEO, from the structure of your site and internal links to the types of links that you create on third-party resources.
To succeed in 2020, you will have to write extremely relevant and valuable texts. If you yourself do not know how to write well, you will have to hire people who can do this.
Google’s editorial guidelines aren’t perfect yet. In search results, content that can hardly be called high-quality still pops up. But the day is coming when this will change.
Make it your goal to create the best content in your niche. So you will ensure the leadership of your business in the future, you can effectively compete in the search for keys with a “long tail”, which are used in 70% of all search queries, increase the credibility of the site and the demand for your content.
Google recommended this approach to content as an effective way to meet user needs. As mentioned earlier, 2020 is the time to move on from obsession with keywords. Stop focusing on individual keywords and focus on topics covered in your posts.
Find out what answers users need. Explore the problems they seek to solve. Understand who your audience is and how they use search engines. Provide effective solutions or intelligible answers in the formats that users prefer using quality and trustworthy content.
Continually improve your content strategy. The fact that you did something well once does not mean at all that the intentions of users will not change or that someone else will not do it better.
As necessary, audit all your content for matching and merging search rankings for different pages, redirecting and archiving. Make sure each page has a unique set of keywords. If your site covers the same topics over and over again, even if you cover these topics from different angles, your pages will knock each other out of the search results.
Thus, 2020 is the time to take a serious look at the quality of your content and optimize it for users, not for search engines.
As for international SEO, it is worth investing in high-quality localization of content. Many global websites have poorly translated texts that have not been adapted for local users.